Buci is a Parisian watchmaking brand founded in 2022 that distinguishes itself by merging the world of horology with literature and poetry. The brand was created by Nousseïma Baraket, a French entrepreneur originally from the Franche-Comté region, a historical center of French watchmaking. Baraket’s background in a region steeped in watchmaking tradition, combined with her personal passion for poetry, led her to develop a brand that focuses on the “poetization of time” rather than the traditional associations of sports or automotive performance.
The brand’s identity is deeply rooted in the Saint-Germain-des-Prés district of Paris, known for its artistic and literary heritage. This influence is reflected in the design of their timepieces, which prioritize a sensorial and refined aesthetic. Enthusiasts are drawn to Buci for this unique storytelling approach and the brand’s commitment to French craftsmanship. The watches are designed in Paris and manufactured through a network of artisans in the Franche-Comté and Jura regions, utilizing both French and Swiss components.
A central pillar of Buci’s appeal is the customization and detail found in their inaugural collection, known as “Garde-temps.” These watches feature a 38mm 316L stainless steel case, a size intended to be universal and gender-neutral. Key design elements include a paper-textured dial meant to evoke the feel of parchment, applied indices shaped like fountain pen nibs, and “sage leaf” (feuille) hands. These pieces are powered by the Soprod Newton automatic movement, a robust caliber produced in the Jura region.
One of the brand’s most distinctive features is its interchangeable leather straps, which are engraved with poetic verses from authors like Rûmi and Apollinaire. This allows owners to choose a quote that resonates with them, turning the act of checking the time into a more personal and emotional experience. Beyond the core Garde-temps line, Buci has gained recognition for limited edition collaborations, most notably with the artist seconde/seconde/. This collaboration, the Buci Garde-temps x seconde/seconde/, features a unique dial modification where drops of blood are depicted to represent the creative struggle of a poet, further cementing the brand’s position at the intersection of art and watchmaking.
